General Pants Co. Injects Models With Denim In New Campaign

Aussie fashion retailer General Pants Co. has unveiled a new campaign to promote its new season of denim clothing.

‘Denim, it’s in our veins’ was photographed by Levon Baird and features a diverse group of models dressed in this season’s denim by brands including Dr Denim, Insight, Ksubi, Lee Denim, Neuw Denim, Nudie Jeans, Rolla’s, and Wrangler.

Featured in the windows of 53 General Pants stores across Australia, the models are pictured alongside IV drips to depict blue denim running through their veins.

The concept comes from General Pants Co. having been an established denim specialist since 1972.

The ‘phygital’ strategy for ‘Denim, it’s in our veins’ incorporates campaign creative throughout the retailer’s bricks and mortar stores along with video and still integration on its e-commerce platform and social channels.

The campaign has also tapped into the next generation of Aussie talent and will give audiences an intimate look into the role of denim in their lives.

ARIA-award-winning musician Montaigne, actor Sean Keenan, youth content creators Culture Machine, surfer Alex Hayes, and style influencer Rachel Tee Tyler each talk about the denim trend they relate to most and how it’s part of their day-to-day lives.

Furthermore, General Pants will run a program that will see more than 50 influencers post their favourite denim from the range to Instagram, alongside the hashtag #webleedblue.

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]

How will the future of work look for creative agencies? How can technology be applied to the creative process – can it be automated? These are the key questions to be grappled with by University of Sydney academic experts and students in a new partnership with international advertising agency J. Walter Thompson China, in Shanghai. […]

LogIn

Signing in with LinkedIn

Please wait while we sign you in with LinkedIn.

This may take some time.

Please be patient and do not refresh the page.

(A new window from LinkedIn should open for you to authorize the B&T login. If you don't see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)